The term is a misnomer.
And it gives most people the completely wrong image of how to do it…hurting their website results in the process.
Think about this.
When someone hires a good “copywriter,” does that copywriter spend a majority of his/her time writing?
Or do they spend more time doing research?
How about the time spent in editing?
If you are a copywriter, how do you spend your time?
If you know a good copywriter, why don’t you ask them how they spend their time?
And notice I put that little qualifier “GOOD” each time before the copywriter. I’m sure you can find copywriters who promise to sit down and write about anything without a lick of research.
But they wouldn’t qualify as “good” in the real world…only in their imagination.
The truth is that it’s all about getting to know your prospect…their problems, what motivates them, and what promises they’re currently responding to.
Again ask yourself this question…in what order would you place these three words?
That’s a trick question because I already put them in correct order for you.
If you want to become an excellent copywriter, work on your listening skills.
Yes, I said, LISTENING…
Your prospects and customers will tell you EVERYTHING you need to know…especially online today.
Let’s take that a little further. Not only will they tell you everything you need to know, they’ll do much of the WRITING for you.
You can improve your website by doing less writing and more listening.
How do they write your website copy for you?
Could you have ever imagined that one day there would be a service online where people constantly say whatever they’re thinking…and it’s collected for you and easily searchable by anyone?
Kind of a weird invention when you think about it, but it’s a marketer’s dream application. Find out what keywords would best represent the problems you sole and the products you offer, and then go to town searching and reviewing what all your prospects keep saying about the subject.
You can look at the reviews both in books and in physical products on Amazon. Not only will the reviews tell you what they liked in a product, but what it was missing…the weaknesses you can capitalize and focus on. PLUS people vote how important these reviews were to their buying decision! And others make comments starting entire discussions on some of the reviews.
This is where you can pull specific language buyers are using at the point of purchase!
I’ve found time and time again that my subscriebrs open the simple subject line, “I need your help.”
And I appreciate it. I’ve been told what products were most important, why they’re important, and how it will change people’s lives.
I’m handed on a silver platter exactly what people want. This can be used both for developing new products and selling them.
When was the last time you asked for this feedback in your business?
4. Phone Interviews
Speak to some of your customers on the phone. What concerns do they have? Why did they choose your product/service? What else do they want?
In fact you’ll often find your best producing headline will be a customer expressing a frustration they had previously such as, “Have you ever Felt Totally Alone in Internet Business?”
I know a lot of people come online thinking they won’t have to deal directly with customers, but if you shut yourself off completely, you LOSE this vital connection and language they personally hand you.
It’s NOT about copywriting. It’s more about copy collecting.
Maybe we need to call them “customer whisperers” instead of copywriters. Nah…”whisperer” is too overdone.
What do you feel would be a more accurate representation today?
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